When Apple brings iOS 9 out of beta on September 16, many in digital advertising fear the pillars of their kingdom could begin to crumble. For, the latest version of the mobile operating system includes a content blocking architecture<\/a> that could allow developers to release ad-blocking extensions for download by users.<\/p>\n

Some in advertising are jumping to act.  “We are closely working with the IAB, 4As and ANA to identify anti-ad-blocking solutions, some of which are directly content-related,” GroupM\u2019s managing partner for digital ad operations, Joe Barone<\/a>, tells Beet.TV in this video interview.<\/p>\n

“Publishers will have the opportunity to promote to their users – \u2018If you want this content, you need to turn off the ad blocker or there might be some micropayment involved\u2019.”<\/p>\n

This Bloomberg article<\/a> investigates the possible threat to publishers. The Washington Post has already begun<\/a> blocking ad-blockers.<\/p>\n

In truth, Apple is not launching an ad blocker. Indeed, in iAds, the Cupertino company operates a mobile advertising business of its own. But its extensions will allow Safari users to block content – whether that be mentions of the Republican party, Mail Online in its entirety or, yes, ads. Barone says Safari represents “a big chunk of traffic”. Apple is far from alone – one of the leading developers of ad block software for the desktop has just released an ad-blocking mobile browse<\/a>r.<\/p>\n

An early 2014 study<\/a> put the number of people blocking ads at 4.9%. Later studies seem outlandish, but are nevertheless scaring the horses.<\/p>\n

“Some numbers say as much as 16% to 25% of US traffic is blocked,” Barone says. “It was more prevalent outside the US. We\u2019ve reached a point where we can\u2019t no longer say that it isn\u2019t an issue in the US.”<\/p>\n

“The real concern is targets like millennials, IT professionals, who are almost invariably using ad blockers.”<\/p>\n

This interview is part of <\/span><\/i>a series<\/span><\/i><\/a> of videos leading up to the DMEXCO conference in Cologne. The series is presented by <\/span><\/i>4C Insights + Teletrax<\/span><\/i><\/a>.<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

When Apple brings iOS 9 out of beta on September 16, many in digital advertising fear the pillars of their kingdom could begin to crumble. For, the latest version of the mobile operating system includes a content blocking architecture that could allow developers to release ad-blocking extensions for download by users. Some in advertising are jumping to act. […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5246],"tags":[5287,5265,4056,5171,5388,2782,4112],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/35151"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=35151"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/35151\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=35151"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=35151"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=35151"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}